Consumer control and empowerment: a primer L Wathieu, L Brenner, Z Carmon, A Chattopadhyay, K Wertenbroch, ... Marketing Letters 13, 297-305, 2002 | 532 | 2002 |
Consumer sequential search: Not enough or too much? R Zwick, A Rapoport, AKC Lo, AV Muthukrishnan Marketing Science 22 (4), 503-519, 2003 | 249 | 2003 |
Search and alignment in judgment revision: Implications for brand positioning MT Pham, AV Muthukrishnan Journal of Marketing Research 39 (1), 18-30, 2002 | 242 | 2002 |
Role of Product Knowledge in Evaluation of Brand Extension. AV Muthukrishnan, BA Weitz Advances in consumer research 18 (1), 1991 | 173 | 1991 |
Decision ambiguity and incumbent brand advantage AV Muthukrishnan Journal of Consumer Research 22 (1), 98-109, 1995 | 164 | 1995 |
Ambiguity aversion and the preference for established brands AV Muthukrishnan, L Wathieu, AJ Xu Management Science 55 (12), 1933-1941, 2009 | 122 | 2009 |
Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience AV Muthukrishnan, FR Kardes Journal of Consumer Research 28 (1), 89-104, 2001 | 121 | 2001 |
Category structure, brand recall, and choice P Nedungadi, A Chattopadhyay, AV Muthukrishnan International Journal of Research in Marketing 18 (3), 191-202, 2001 | 104 | 2001 |
Just give me another chance: The strategies for brand recovery from a bad first impression AV Muthukrishnan, A Chattopadhyay Journal of Marketing Research 44 (2), 334-345, 2007 | 64 | 2007 |
The asymmetric effect of discount retraction on subsequent choice L Wathieu, AV Muthukrishnan, BJ Bronnenberg Journal of Consumer Research 31 (3), 652-657, 2004 | 64 | 2004 |
Contextual effects on the revision of evaluative judgments: An extension of the omission-detection framework AV Muthukrishnan, S Ramaswami Journal of Consumer Research 26 (1), 70-84, 1999 | 41 | 1999 |
Comparison opportunity and judgment revision AV Muthukrishnan, MT Pham, A Mungale Organizational Behavior and Human Decision Processes 80 (3), 228-251, 1999 | 31 | 1999 |
Superfluous choices and the persistence of preference AV Muthukrishnan, L Wathieu Journal of Consumer Research 33 (4), 454-460, 2007 | 30 | 2007 |
Killing hope with good intentions: The effects of consolation prizes on preference for lottery promotions D Yan, AV Muthukrishnan Journal of Marketing Research 51 (2), 198-204, 2014 | 27 | 2014 |
Does greater amount of information always bolster attitudinal resistance? AV Muthukrishnan, MT Pham, A Mungale Marketing Letters 12, 131-144, 2001 | 23 | 2001 |
The piecemeal approach to comparative advertising AV Muthukrishnan, L Warlop, JW Alba Marketing Letters 12, 63-73, 2001 | 23 | 2001 |
The effect of physical possession on preference for product warranty R Chark, AV Muthukrishnan International journal of research in marketing 30 (4), 424-425, 2013 | 22 | 2013 |
On the conditions under which experience and motivation accentuate bias in intuitive judgment FR Kardes, AV Muthukrishnan, V Pashkevich The routines of decision making, 139-156, 2014 | 15 | 2014 |
Persistent preferences in market place choices: brand loyalty, choice inertia, and something in between AV Muthukrishnan Foundations and Trends® in Marketing 9 (1), 1-82, 2015 | 12 | 2015 |
Choice set induced conflict, deliberation, and persistent preference AV Muthukrishnan, R Chark Marketing Letters 26, 437-448, 2015 | 6 | 2015 |